Hand in Hand

Our safety campaign is all about kids aged 3—9 who are at risk of becoming involved in pedestrian/vehicle crashes.

Research has shown that, until the age of 9, children’s perceptual and cognitive abilities are not sufficiently developed to allow them to make sound judgements when they’re crossing roads. It’s hard for them to judge vehicle distances and speeds. What’s more, many crashes occur when they impulsively run out between parked cars.

This campaign won the “Excellence in Media Evaluation Award” at the 2016 International Safety Media Awards, Tampere, Finland.

What’s the problem?

Lack of sufficient adult supervision has been identified as an important factor in child pedestrian injury. Research showed that, while parents will usually hold the hands of younger children, they are less likely to do so:

When the children are a little older

When they’re simply walking along the footpath

When they’re in what appears to be a quiet street

When they’re in a carpark

Resources for you and your kids

Supported by the Queensland Department of Transport and Main Roads, the Motor Accident Insurance Commission and RACQ, we developed some community service announcements and other materials for parents.